Founded in 2024, MSQ Sport + Entertainment is a full-service agency that uses sport and entertainment to connect brands, talent, and rights holders, offering sponsorship, social, PR, events, and talent management. The agency launched its North America practice with partners Steph Lund, Paul Anastasiadis, and Andrea Nirsimloo in New York, also opening offices in the UK and Amsterdam in its first year. MSQ combines consumer insights with earned-led creativity, powered by its in-house insights team, Free Mavens, which develops proprietary tools for audience engagement, trend tracking, performance optimization, and cultural impact measurement. The agency works across film production, photo shoots, curated events, product launches, national earned media campaigns, talent procurement, and creator strategy, supporting both consumer brands and C-Suite executives in thought leadership and profile building. MSQ’s clients already include The New York Times, Gallo Wines, Amazon, Callaway Golf, The Football Association, Glenfiddich, Howden Insurance, and Monkey Shoulder, among others, reflecting the agency’s ability to deliver innovative, culturally resonant campaigns that drive meaningful engagement.

Leadership team: 

Steph Lund, Chief Executive Officer

Paul Anastasiadis, Founding Partner 

Andrea Nirsimloo, Founding Partner

Notable clients:

The New York Times, Gallo Wines, Amazon, Callaway Golf, The Football Association, Glenfiddich, Howden Insurance, Monkey Shoulder, O2 Arena, Virgin Media

New clients: 

All above clients were won in the last 6+ months